free 2b foods

On Being Brilliant

BRAND POSITIONING

Behind Free 2B Foods (formerly Sun Cups) stood a chocolatier, crafting candies so delicious they merited a chocolate shop. Yet most of the brand’s consumers were nut-allergy families who thought of Free 2B as the safe choice for sunbutter-filled chocolate cups. All this made Free 2B wonder—was the company a gourmet-chocolate or allergen-food biz?

KJC slowly peeled back the layers of this complex question, evaluating allergen consumer trends, the growth of the chocolate category, and most of all, what made Free 2B consumers love the chocolate so. This deep research shaped a strategy and creative brand positioning for Free 2B Foods, a delightfully delicious chocolate company (free of the top eight allergens) that let’s everyone live brilliantly.

Free 2B’s new brand gave it the legs to change its name, redesign its packaging, change its product make-up, develop new products, and even evolve its messaging. When Target saw these major evolutions, it quickly snapped up Free 2B for 700 of its stores nationally. A brilliant move.